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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Tim Cumming by Tim Cumming on 11th April 2024

Tim Cumming talks to a range of industry figures about how 'Artificial Intelligence' is impacting their work, their inspiration, their brands, their teams, and what it means for the future of advertising and human creativity itself.

11th Apr THE FUTURE FOCUS
Recycled advertising: good for the creative planet?

Recycled advertising: good for the creative planet?

What if the future were actually the past? What if new, creative ideas were rebuilt from old, established campaigns? Well, as Freelance CD and Co-Founder of Behind the Billboard, Hugh Todd, explains, that future already exists, and has done for some time.

8th Apr FUTURE FOCUS
The future of advertising is entertainment

The future of advertising is entertainment

Otis Bell, CEO of global production company OB42, explains how making content audiences want to watch is essential for ongoing engagement, and how building talent through different forms can only benefit the industry.

4th Apr THE FUTURE FOCUS
Why brand-funded programming is the future of TV entertainment

Why brand-funded programming is the future of TV entertainment

With traditional TV advertising in a slump, the 'normal' way for brands to interact with television audiences is changing. Claire Prince, Head of Branded Entertainment at EssenceMediacom, says this creates an opportunity for brands to both support the TV industry and redefine their relationship with broadcasters.

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Relatability is the key to winning big in awards season Relatability is the key to winning big in awards season
3rd Apr THE FUTURE FOCUS

Relatabilityisthekeytowinningbiginawardsseason

Singer-songwriter Raye won big at this year's BRIT Awards with songs about heartbreak, discrimination and distorted self-image. Not exactly upbeat topics, but definitely relatable ones. Dave Billing, ECD & Partner at Fold7 London, explains why relatability is where future successes could lay for advertising.

2nd Apr THE FUTURE FOCUS
It’s the real-time thing: how Omniverse could revolutionise advertising

It’s the real-time thing: how Omniverse could revolutionise advertising

Since WPP and NVIDIA Omniverse joined forces to build an AI-enabled content engine for creating digital ads, there's been much commentary on the impact of real-time 3D design. Kicking off shots focus on The Future, Steve Barnes of Collective explores how this new tech is empowering agencies and clients by turbo-charging collaboration.

28th Mar SHORT FILM & DOCUMENTARY FOCUS
Let's put storytelling at the heart of branded entertainment

Let's put storytelling at the heart of branded entertainment

If brands want to engage with a new generation of platform-native consumers then audiences need to be entertained and educated, says Natasha Wellesley, Head of Integrated Production at Ogilvy UK. Telling culturally relevant stories via short-form content might be a big shift for marketers, but it’s an exciting one.

28th Mar SHORT FILM & DOCUMENTARY FOCUS
How to make the industry better; a shorts story

How to make the industry better; a shorts story

Short films are a labour of love, says Mindy Goldberg Founding Partner of Epoch Films. But they're not only a labour of love because, done for the right reasons - and with the right approach - they can push a director's career forward and be successful for productions companies, agencies and brands alike.

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How to cast a documentary: setting the stage for real life to unfold How to cast a documentary: setting the stage for real life to unfold
27th Mar SHORT FILM & DOCUMENTARY FOCUS

Howtocastadocumentary:settingthestageforreallifetounfold

Casting can be challenging, finding the right people to tell a real life story even more so. Simon Frost and Ben Hanson, Co-Founders of recently launched production company Witness, which specialises in authentic storytelling, reveal why making it hard for yourself can sometimes pay dividends.

27th Mar SHORT FILM & DOCUMENTARY FOCUS
Exploring authenticity: Zon & Bram on the rise of documentary-style advertising

Exploring authenticity: Zon & Bram on the rise of documentary-style advertising

With shorts being a starting point for many directors, Zon van Noordwijk and Bram Koopmans, Editors at Ambassadors look at the synergies between condensed cinematic storytelling and advertising. We also delve into factual content and how brands – and charities – are increasingly leveraging the power of reality to connect with audiences.

26th Mar
A love letter to the daring darlings in advertising

A love letter to the daring darlings in advertising

In celebration of Women’s History Month, Lali Koehler, Chief Production Officer at Publicis Groupe's PXP reflects on the inspiration she's gained from remarkable women in adland and shares the invaluable lessons learned from them.

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